‘It’s very important to build the brand as well as the business’

‘The biggest challenge and opportunity before us is to take our dealers — it’s a huge number in 350 towns — and reorient them’

So, Rakesh, first time at a biking festival for you?

(Laughs) Yes, I got pulled in. That’s true, in India, I would say, yes, first time.

What is your reaction to this bike festival?

I think it’s marvellous. Having attended a few of these in Mexico and Indonesia, I have always wondered... I think the people over here are ready, but we get overwhelmed by the sheer size of our country. But in terms of the aficionados, they are there. And